A well-functioning corporate licensing program can help a brand to expand into new categories and territories, adapting to new trends and a changing marketplace. However, setting up such a program takes hard work and ongoing care.

In the first installment of this three-part series (available here), I commenced a survey and analysis of the key processes and procedures in establishing a corporate brand licensing program by covering how to get started, strategic planning, and teams, processes and tools. I will continue with a review of licensee selection and negotiation, the license agreement, licensee management and product development.

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